Fitbit Air leak hints at a May launch: Googles screenless band targets Whoop with new colors and a lower price point
Fresh supplier data suggests Google is preparing a new screenless Fitbit fitness band, a move that would put the company in more direct competition with subscription-driven wearables such as Whoop and, more broadly, the ring-focused market led by Oura.
The device has been described as a display-free tracker built around continuous health monitoring rather than notifications. Reported features include 24/7 heart-rate tracking, heart-rate variability insights and skin temperature sensing.
Fitbit Air name and colors
According to information spotted in supplier listings, the product may be called Fitbit Air. The same materials point to three launch colors: Obsidian, Lavender and Berry.
The leak also hints at multiple strap options beyond the default band, including a Performance Loop Band, plus styles labeled Active Band and Metal Mesh Band. Accessory variety would mirror the upsell strategy commonly used in premium fitness wearables.
Price signals a different strategy
Supplier pricing listed the hardware at roughly $93, which could translate to a $99 retail price if the product ships soon. A possible launch date of May 16 has also been floated, though Google has not confirmed timing.
That pricing would undercut Whoops approach, which bundles its tracker with membership tiers paid monthly or annually. If Fitbit Air launches with an optional or required subscription tied to Fitbits coaching features, Google could still keep the upfront cost low while monetizing services over time.
The rumored positioning reflects a broader industry shift toward continuous health metrics and recovery scoring, with less emphasis on screens. For Google, a screenless Fitbit would also test whether Fitbits ecosystem and coaching can win users who currently choose Whoop for its minimalist hardware and subscription model.
